Overview

• L’Oréal will add Creed, the high-end fragrance house, to its portfolio as part of the transaction.
• The companies called the deal a long-term partnership intended to accelerate growth for Kering’s maisons.
• Kering created its beauty arm in 2023 after buying Creed for about €3.5 billion to build a cosmetics and fragrance platform.
• The move is presented as de Meo’s first major strategic decision since taking over as CEO in September.
• Kering cited market pressures including softer demand in China, possible higher U.S. tariffs, and investor concern over its debt load.